Project EasyLease

Company: AutoPlanet

Channel: Google Search, Display, Shopping & Performance Max.

Objective

AutoPlanet launched a revolutionary Used Car Leasing service, offering customers the flexibility to lease used cars instead of purchasing them outright. This game-changing concept allowed people to avoid the traditional car loan process and simply return the vehicle at the end of the lease term, making it easier for them to upgrade their cars over time. Our goal was to position AutoPlanet as the leader in used car leasing, driving awareness and leads through an integrated Google Ads campaign.

Campaign Design & Offer:

The offer centered around the ease and convenience of leasing used cars.

Offer:

“Lease a Used Car at AutoPlanet – No Car Loan, No Hassle, Just Flexibility!”

This offer was designed to capture customers’ attention by highlighting the benefits of leasing a used car: no need for long-term loans, flexibility to upgrade, and lower monthly payments.

Strategy:

To fully maximize the reach of this revolutionary service, we deployed a multi-channel Google Ads campaign leveraging Search, Display, Shopping, and Performance Max ads. Each channel targeted different stages of the customer journey, from discovery to conversion.

Search Campaigns:

The Search campaign was designed to target high-intent users actively looking for vehicle leasing options or used cars. We focused on keywords that aligned with customer searches related to both leasing and affordability.

• Keyword Strategy:
  We targeted high-intent terms like “used car leasing,” “lease used cars near me,” “used car lease offers,” and “affordable car leasing options.” Long-tail keywords such as “lease a used car without a loan” were included to capture niche queries that emphasized flexibility and lower monthly payments.
• Ad Creative & Messaging:
  The ads highlighted the key benefits of the leasing program:

   

  • “Lease a Used Car – No Loans, Just Flexibility!”
  • “Lease Your Next Car – Easy Terms, No Hassle!”
  • “Tired of Loans? Lease a Used Car at AutoPlanet Today!”
• Geo-Targeting & Budget Allocation:
  The campaign focused on targeting regions in the GTA where leasing options were in high demand. We prioritized urban areas like Mississauga, Brampton, and Toronto, where customers often seek flexible vehicle solutions.

Display Campaigns:

The Display campaign aimed to increase awareness among a broader audience by visually showcasing the benefits of used car leasing.

• Audience Targeting:
  We used audience segments focused on budget-conscious buyers, lease shoppers, and customers looking for flexible car ownership options. We also retargeted users who had visited AutoPlanet’s website but had not yet converted.
• Ad Creative:
  The display ads featured eye-catching visuals of vehicles with bold messaging like:

   

  • “Lease a Used Car Without the Hassle – Flexible Terms at AutoPlanet”
  • “Upgrade Your Car the Easy Way – Lease a Used Car Today!”
• Placements:
  Ads were placed across popular automotive, finance, and lifestyle websites to capture users interested in flexible car ownership solutions.

Shopping Campaigns:

While traditionally used for eCommerce, we utilized Google Shopping Ads to showcase specific used car lease options in a visual format, presenting lease terms and vehicle details directly in search results.

• Product Listings:
  Each leased vehicle was displayed as a product, including pricing details, monthly lease rates, and key features, allowing potential customers to compare options easily.

• Targeting:
  We targeted users searching for specific vehicle makes and models, as well as those looking for affordable car leasing options in the GTA.

Performance Max Campaigns:

The Performance Max campaign combined the power of Search, Display, YouTube, Shopping, and Gmail ads in one integrated campaign, using machine learning to optimize for conversions across all platforms.

• Full-Funnel Approach:
  We targeted users at all stages of the funnel—from those initially researching car leasing to those ready to sign a lease. Dynamic creative allowed us to serve personalized ads based on user behavior, with the goal of driving maximum engagement and conversions.

• Machine Learning Optimization:
  Performance Max used automated bidding strategies to allocate budget toward the highest-converting ads across channels, ensuring efficiency in ad spend and maximum lead generation.

Results:

The multi-channel Google Ads campaign delivered outstanding results for AutoPlanet’s used car leasing service:

• Cost Per Click (CPC): $18.50, reflecting a strong interest in the unique leasing concept.
• Conversion Rate (CVR): 4.8%, as customers found the flexibility of leasing used cars appealing.
• Cost Per Lead (CPL): $95, demonstrating cost efficiency across all channels.
• 3,200 new leads generated within the first three months, showing strong market demand.
• 60,000 impressions delivered via Performance Max and Display ads, building awareness of the new leasing program

Conclusion:

The Used Car Leasing campaign successfully positioned AutoPlanet as a leader in flexible vehicle solutions, attracting new customers with the promise of hassle-free leasing. By leveraging the full potential of Google Search, Display, Shopping, and Performance Max campaigns, we reached a broad audience and converted high-intent users, resulting in significant lead generation and increased awareness of this groundbreaking service.